Guide to Creating a New Ad Campaign

You can start creating your campaign by clicking on the shortcut in the dashboardor by clicking the “New Ad Campaign” button in the top right-hand corner of the platform.

NEW AD CAMPAIGN

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Choose a name for your ad.

Select on which platform you want your ad to be displayed. Available platforms are desktop and mobile. Targeting options are settings you apply to your ads to narrow down the reach of your ads to a specific audience. When choosing your target audience, think about the location and type of people that you believe would have a higher likelihood to book your service.

STEP 1 – AD DETAILS

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Enter your budget. Your budget will determine how many times your ad will be displayed. Impressions is a standard ad metric that shows you how many times your ad will be displayed. CPM stands for cost per one thousand impressions.

Select a start and end date (we recommend at least 4 weeks).

STEP 2 – BUDGET

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Targeting layers are available for advertisers who wish to further define the users who will view the ad. Based on the Targeting Option selected in Step 1, four types of targeting layers can be available:

1. Visitor LocationUse this option to target users in specific locations across the world. After typing the first two characters, a list of potential choices will appear. Select the one that is most relevant to you. You can add as many locations as you wish.

2. Country/State/Region/City DestinationThis option allows you to target visitors that are browsing content on TripAdvisor related to a specific destination. For example, you can use this option to target all visitors browsing content related to Spain.Your selected Targeting Option in Step 1 will determine which Targeting Layer you can specify: country, state/region, or city.

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3. Destination RetargetingDestination Retargeting allows you to reach users who have recently viewed destinations on TripAdvisor.

4. Behavioral RetargetingBehavioral Retargeting allows you to target users based on their recent travel planning activity on TripAdvisor.Targets are available by trip type, budget type, traveler type, and more.

Frequency capping Frequency capping allows you to limit the number of times your ad is displayed per specific user during a certain time frame.

In this example, users would see your ad a maximum of 3 times per day.

STEP 3 – TARGETING

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Depending on the platform and targeting you have selected, you will be able to choose from two creative options: build the ad and creative within the platform (as a Native Ad) or directly upload the banner image file.

You can also choose to add the creative later. You will receive a notification reminding you to upload creative prior to the start of the campaign.

STEP 4 – CREATIVE

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Direct Upload

Select “Upload your creative” and choose the desired size from the dropdown list.

Upload an image up to 150KB. Larger files will be compressed. You will be able to resize and crop within the platform to make any final edits.

Enter the destination URL (where users will land when they click on your ad).

You can upload and build your creatives for your ad campaign by clicking “Add creatives”.

STEP 4 – CREATIVE

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Uploading a third party tag

Select “Third party tag” in order to use a Creative that is hosted on a server. Paste the script in the field.

If you have an external tracking script to record clicks, views, etc for your ad, this can be applied by checking the “Tracking script” checkbox and inputting your tracking script in the field below.

STEP 4 – CREATIVESTEP 4 – CREATIVE

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Creating a native Ad

You can also build your creative within the platform using our native ad builder.

Add your image, logo, headline, body text, call-to-action and destination URL in the fields provided.

You can preview your ad in the top right-hand corner.

STEP 4 – CREATIVESTEP 4 – CREATIVESTEP 4 – CREATIVE

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Now it’s time to “Check availability”. This will check our inventory to make sure that there are enough available impressions based on the selected targeting and time frame.

If you receive a message informing you that there are not enough impressions available, you have the following options:

Once you have made an adjustment, check the availability again. If there are enough impressions, you will see a green confirmation message.

You are finished with creating your ad! Proceed to checkout with the “Add to Cart” button.

1) Try choosing a less granular targeting option.

2) Extend the duration of the campaign (there are no additional costs to advertise for a longer period of time).

3) Reduce or remove frequency capping.

STEP 5 – ADDING TO CART

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If you require further assistance you can get in touch through our email tmm_generalsupport@tripadvisor.com.

Thank you!